by Dan Woychick
Nothing is so commonplace as to wish to be remarkable. – Oliver Wendell Holmes
We hear it all the time when it comes to marketing: Be authentic. Savvy consumers have high expectations of the brands they’ll reward with patronage and loyalty. They can spot a pretender from miles away.
If you conduct an internet search for “how to succeed in marketing,” among the 20 million results you’ll find useless statistics on social networks, implausible promises that there’s one true way to achieve success, and pithy advice like this: You have to be awesome.
So, how awesome is your organization?
- Are you recognized for being an innovative leader?
- Are you a trendsetter known for regularly taking calculated risks?
- Are you doing things none of your competitors can match?
Ever noticed there’s a lot less “awesome” in the middle of the bell curve? We simply can’t all be above average. Or, as Judge Smails suggests to Danny, a brown-nosing law school hopeful in the classic film comedy Caddyshack: “The world needs ditch diggers too.”
Many organizations, rather than risk being truly authentic (e.g., We’re understaffed and our customer service suffers for it!) or delivering meaningful differences in their products or services, spend a lot of effort chasing others’ trendy tactics. We need a website, a Facebook page, an iPhone app!
Faced with a moving target of so-called best practices, tactics-focused marketers are perpetually behind – a guaranteed path to the vast undifferentiated middle ground.
Redirect your efforts
A better approach is to invest budget, time and staff resources in identifying ways to deliver a remarkable experience. Marketing driven by a strategic goal is not a quick fix, but a much more valuable one.
In the children’s book, Three Questions, based on story by Leo Tolstoy, a wise old turtle helps a boy discover answers to the following questions:
- When is the best time to do things?
- Who is the most important one?
- What is the right thing to do?
Answers: 1. Now 2. The one you are with 3. Do good for the one you are with
Being authentic in your marketing requires adherence to similar principles. If you know your target audience, and can consistently deliver what they need most when they need it, you’ll develop a truly remarkable reputation.